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Jamie Mottram from USA Today Sports Media Group's presentation deck from Digiday Platform Summit, August 14, 2014.
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How to Harness Viral for Content
Jamie Mottram @jamiemottram
August 14, 2014
SPIN-OFF BRANDS
Launched: June 2011
comScore uniques: 4.4M
Launched: March 2014
comScore uniques: 2.9M
Launched: July 2013
comScore uniques: N/A
Launched: April 2013
comScore uniques: 9.1M
VIRAL TRAFFIC FTW!
FTW’s viral traffic is up 300% year over year
HOW’S THAT?
Social Distribution
Mobile Consumption
Viral Amplification
VIRAL-FRIENDLY EXPERIENCE
1. Responsive Design
VIRAL-FRIENDLY EXPERIENCE
2. Emphasis on Sharing(Page footer)
(Mobile
header)
VIRAL-FRIENDLY EXPERIENCE
3. Big Headlines & Visuals
VIRAL-FRIENDLY EXPERIENCE
4. Every Page a Home Page
Page footerRight rail Mobile footer
THE ART OF VIRAL STORYTELLING
FTW specializes in 5 specific types of
viral content …
1. CURATED SOCIAL NEWS
2. FUN LISTS AND FEATURES
3. SOCIAL SCOOPS
4. COOL VISUALIZATIONS
5. SHARP #SHORTREADS
THE RESULT
The Sports Leader in Social News
WHAT’S NEXT?
o Improve Mobile Experience
o Produce Branded Content
o Increase Habitual Usage
o Expand Across Verticals
o Create Original Video